How do we optimize message matching interventions? Identifying matching thresholds, and simultaneously matching to multiple characteristics

Abstract

Matching the content of persuasive messages to the characteristics (e.g., motives, personality) of people receiving them is a widely used technique to improve persuasion. However, little is known about how to optimize matching beyond simply using the technique. We propose that matching interventions can be strengthened by matching messages to multiple characteristics at a time, and introduce the concept of matching thresholds to improve the way interventionists assign messages. Matching thresholds are defined as the points along characteristics where people change from being most responsive to one message type to another. We provide statistical and methodological tools to estimate matching thresholds, and evaluate these tools in two simulation studies. We then report an online experiment (N = 568) where we find an advantage for simultaneously matching messages to two characteristics (promotion focus and interdependent self-construal) and provide estimates of the matching thresholds to guide the assignment of gain/loss frames and independence/interdependence appeals.

Metadata

Item Type:	Article
Authors/Creators:	Joyal‐Desmarais, K. https://orcid.org/0000-0003-0657-8367 Rothman, A.J. Snyder, M.
Copyright, Publisher and Additional Information:	© 2019 John Wiley & Sons, Ltd. This is the peer reviewed version of the following article: Joyal-Desmarais, K, Rothman, AJ, Snyder, M. How do we optimize message matching interventions? Identifying matching thresholds, and simultaneously matching to multiple characteristics. Eur J Soc Psychol. 2020; 50: 701–720, which has been published in final form at https://doi.org/10.1002/ejsp.2645. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Keywords:	independent and interdependent self-construal; matching thresholds; message matching; message tailoring; persuasion; promotion and prevention focus
Dates:	Published: April 2020 Published (online): 25 December 2019 Accepted: 11 November 2019
Institution:	The University of Leeds
Academic Units:	The University of Leeds > Faculty of Medicine and Health (Leeds) > School of Psychology (Leeds)
Depositing User:	Symplectic Publications
Date Deposited:	12 Oct 2023 15:03
Last Modified:	12 Oct 2023 15:03
Status:	Published
Publisher:	Wiley
Identification Number:	10.1002/ejsp.2645
Related URLs:	Author
Open Archives Initiative ID (OAI ID):	oai:eprints.whiterose.ac.uk:204139

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How do we optimize message matching interventions? Identifying matching thresholds, and simultaneously matching to multiple characteristics

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